Abstract:
The airline industry is considered rather unattractive, particularly due to the
fact that the large threat of buyers and the rigorous competition within the
industry. The purpose of the study is to pinpoint the possible corporate
strategies, strategic options and integration of Airline industry. This study was
conducted by examining ten Emirates Airlines carrying the most passengers
on international flights plus Qatar Airways, Etihad Airways and Singapore
Airlines. As the outcome of the study, it was found that Emirates locked itself
into a growth strategy and struggled to expand the potential market share in
order to survive in industry. Hence, Emirates was established itself over
sustainable competitive advantage with the use of its Dubai mega-hub by
limiting the growth potential, since it suffered from congestion and
improbable attractive markets in the airline industry.
